Creating an employer brand is a strategic task. By successfully solving it, you will get interested candidates and loyal employees. Here’s how to successfully build an employer brand: https://cna-it.com/employer-branding/ Let’s look at successful examples of this type of branding.
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1. Mazars: modern technologies
Mazars, an international tax and business consulting specialist, receives over 15,000 resumes a year. This is three times more than ten years ago. How did the company achieve such success? Why is her brand so attractive?
The company actively involved all social networks: from Twitter and LinkedIn to Facebook and YouTube.
1. In 2014, he launched the animated YouTube web series Mazarians: Different. Purpose: To show the exceptional qualities of employees, a creative approach to work, a desire to do the best for customers.
2. In 2015, the company invited candidates to apply through an interactive Dynamic CV. It converts standard information (education, work experience, etc.) into an animated form.
The candidate himself chooses in what form he wants to present a resume in order to make it more attractive to the employer.
3. In 2018, Mazars launched the series “Nobody’s Perfect” on Instagram. His heroes were real employees of the company. Short funny videos show the daily life of the company and the office as a place where it is interesting and pleasant to spend time.
2. Virgin Atlantic Airways: in superhero mode
This video was filmed by an air travel company in 2013 and is still talked about today.
The video was edited like a blockbuster trailer. The airline promotes the employer brand by emphasizing the exclusivity and strength of its employees. Here they are presented as real superheroes who have chosen to use their potential to work for Virgin Atlantic Airways and its customers.
What is the success of this video in terms of employer branding?
The video is original: it shows that the atmosphere in the company itself is cheerful, daring, and creative.
The company says it needs a lot more than just competent people. She is looking for talented and unusual employees.
Employees of all departments (technical department, marketing, PR) first of all think about customers and are ready to provide them with any assistance.
3. Spotify: “Will you join the band?”
Spotify, the music listening platform, launched the “Join the band?” in October 2018. Her goal is to attract talent through a playlist.
The reception is extremely original: the names of songs collected in one playlist add up to a clear message:
“Hi, my name is Andre (recruiter’s name). I am a headhunter. Believe it or not, I’m looking for candidates […]”
There is no information on how such a campaign affected the number of applications from candidates. However, the fact that the Swedish platform has been talked about all over the world is a fact.
4. Saint-Gobain: an online exhibition about the company
In 2017, Saint-Gobain, a major French manufacturer of building materials, decided to update its employer brand. They began to position themselves as a company that not only produces quality materials but shares the values of employees.
And she succeeded. In a 2016 Saint-Gobain New Employees study, 68% of new hires said relationships with co-workers were as good or better than they had hoped.
The company launched a website where they told the story of Saint-Gobain from 1665 to the present day. Visitors (whether candidates, employees, or partners) find themselves in an online exhibition of the industrial giant, which tells about the company’s values, its place in the world, corporate culture, and employees.
One of the main goals of Saint-Gobain is to attract young professionals and make the image of the company more modern and innovative. So, in 2017 they launched Live Journey. Within five days, the company hosted up to 19 live broadcasts on Facebook and Weibo, to which visitors from 107 countries connected.
5. Deloitte: an example of a successful online strategy
Consulting company Deloitte has launched a separate website dedicated to finding employees. They posted key information about themselves and their values (mobility, collaboration, innovation) in the form of infographics.
The site also advertises vacancies, which interested professionals can easily and quickly respond to. About 40,000 candidates register on the site every year.
Companies often lack originality and creativity in their HR branding. These examples show that if you clearly know what impression you want to make on future employees and what kind of personnel to attract, do not be afraid to let your imagination run wild.